Today in “Something we really didn’t need, but here it is anyway”: Auto powerhouse Ford and app maker Roximity have teamed up to bring location-aware deal alerts to consumers while they drive.

Roximity’s app for iOS promises relevant offers to deals around you based on location and user preferences. To take that location-awareness a step further, it does this in your car through Ford’s Sync AppLink, which brings info from your smartphone to your dashboard so you can better (and more safely) interact with it.

“While driving, users can simply say ‘lunch deals,’ and their favorite lunch options will be read out loud,” Roximity CEO and cofounder Danny Newman said in a statement. “Other deal services offer coupons for the entire metropolitan area or for things that are not relevant to you. Roximity is personalized and will provide you what you want, when you want it.”

Roximity was recently selected to be part of the Techstars program in Boulder, Colo., and has eight employees. Notably, Roximity is the first app to have Ford AppLink compatibility at launch.

In the glut of daily deal offers from Groupon, LivingSocial, and others, I appreciate the idea of using location to give me the best digital coupons, and it could be useful in some cases. But do I need it in my car while I hurriedly drive to work or to my friend’s house? No, not at all.

Check out the video below for more on Roximity’s integration with Ford’s Sync: